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Facebook testing new ad features for in-app shopping

  • In an effort
    to move further into e-commerce and compete with Amazon Inc’s retail offerings,
    Facebook has announced it is testing several ad features that allow users to
    shop directly through its app,
    Reuters
    reported.
  •  
  • Few users
    make purchases on mobile phones because it is slow and cumbersome, but Facebook

    • In an effort
      to move further into e-commerce and compete with Amazon Inc’s retail offerings,
      Facebook has announced it is testing several ad features that allow users to
      shop directly through its app,
      Reuters
      reported.
    •  
    • Few users
      make purchases on mobile phones because it is slow and cumbersome, but Facebook
      hopes to win over more ad dollars by smoothing the process. Mobile purchases
      make up less than 2 percent of all retail sales, according to research firm
      eMarketer.
    •  
    • “We’re
      looking to give people an easier way to find products that will be interesting
      to them on mobile, make shopping easier and help businesses drive sales,”
      said Emma Rodgers, Facebook’s head of product marketing for commerce.
    •  
    • Among the
      new features are ads that take a user through a specific brand’s products
      without redirecting them to another site. For example, a user who clicks on an
      ad from a boutique could see an expanded page that displays numerous clothing
      items.
    •  
    • Businesses
      on Facebook will also be able to display products for purchase directly on
      their own pages. And users will be able to purchase products directly on
      Facebook through a ‘buy now’ button that will be more widely available.
    •  
    • The
      1.5-billion-member social network has also added a new section on its app that
      takes users directly to a shopping page, where they can browse among numerous
      brands from a select group of small businesses that will gradually expand.
    •  
    • “From
      Facebook’s perspective, they’re addressing a pain point for retailers,”
      said Catherine Boyle, an analyst at eMarketer. “They will attract serious
      ad dollars with this offering.”
    •  
    • Recently,
      Facebook had announced that Lead Ads, which simplify the mobile signup process,
      were now available to 100 per cent of advertisers globally.
    •  
    • Lead ads
      helps businesses connect with people interested in getting more information
      from them, in a privacy conscious way. When someone clicks on a lead ad, a form
      opens with the person’s contact information automatically populated, based on
      the information they share with Facebook, like their name and email address.

     

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